FITMOO

About FITMOO

Founded in 2012 by Jeffrey Dyment, Mick Purzycki, and Tij B, FITMOO was a New York City-based company that developed a social commerce platform for the fitness industry. The company positioned itself as a technology-centric, brand-neutral platform designed to connect fitness enthusiasts, brands, athletes, influencers, and gym owners. The platform launched in March 2015 on desktop and mobile after two years of development and five months in beta testing. As an amateur athlete, founder and CEO Jeffrey Dyment identified a need for a centralized hub for communication and community within the fragmented fitness world.

FITMOO's business model centered on what it termed 'social distribution.' It functioned as a multi-sided marketplace. For individual users, it was a social network to document their fitness journeys, connect with others, and discover people, gyms, and brands. For businesses, such as gyms and product companies, it was a channel to market memberships, classes, and merchandise. A key feature was the ability for users, particularly social influencers, to endorse products and earn a commission on sales generated through their network, effectively monetizing their following. This created a direct distribution channel for brands through their most loyal customers. The platform served a broad market, from individual fitness-minded people to gyms, with a notable early adoption by the CrossFit community.

The service enabled users to create and join groups, list and shop for products, and socialize around fitness activities. For gyms, it offered tools to address member retention, fill empty class spots, and recruit new members by providing them with organic visibility and a way to market their services directly to an engaged audience. The platform was free to join and integrated with other social media channels like Facebook and Instagram to extend its reach. FITMOO raised a total of $2.35 million over three funding rounds, including a Series A round in March 2014. The company is now listed as deadpooled, having ceased operations around February 2017.